Crisis Communications
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Transcript Crisis Communications
Effectively Managing Crisis Communication
Aug. 17, 2012
What is a Crisis?
Emergency/out-of-the-ordinary situation
Human error/inappropriate behavior
Brief or extended
Can involve other organizations
Good thing (award/achievement)
Yes, you CAN prevent many crises
Make sure policies are written, publicized and
practiced
Encourage consistency
Be fair and honest
Listen to your stakeholders
Crisis Team
Leadership team/decision maker(s)
Content expert(s)/operations
Public Relations professional(s)
Risk management
Devil’s advocate
Scribe
Planning
Consider potential crises
Assemble key team members
Discuss possible responses
Put processes in writing
Test them
Adjust response plan accordingly
Test again
Commit to memory!!!
Things to have ON PAPER
24/7 contact information for everyone
Instructions for posting to your Web site
Instructions for changing voicemail messages
Templates for “likely” emergencies
Spotting a Crisis
Milestone events
“Celebrity” employees/stakeholders
Disgruntled employees
Passionate stakeholders
Initiatives going/gone wrong
Units with little supervision
Industry/national environment
Current events
Leaders who think rules don’t apply to them
Process (in place in advance of a crisis)
Have a designated meeting place
Assign one person to gather information
Consider what types of things should be in
writing
Determine information flow
Information Flow
Who
Who
Who
Who
Who
handles incoming calls, emails, etc.?
has the power to mitigate the crisis?
has the power to make it worse?
is paying the bills?
are the customers?
Process: This is NOT a Test
Call your dean/supervisor
Call Public Affairs
Determine what you know
Determine what you don’t know
Think about your audience(s) for this crisis
Build your message
Share it – in a timely fashion – with your
audience(s)
Building Relationships
What media “cover” your organization?
What are their deadlines?
Are there special sections/segments that
match your organization’s expertise and
offerings?
Who are the specific reporters assigned to
your organization?
The Call
Never talk without prepping
Never allow your boss to talk without prepping
You never have to talk to reporters
Think about the message
Do the reporter’s work for him/her
The Interview
Look and act professionally
Speak clearly
Use your bullets in EVERY answer possible
The Number One Rule
Tell the truth!!!!!!
Example: Penn State University
PSU was a national football powerhouse
Longtime PSU assistant coach was accused of
child sexual abuse
Instead of telling the truth, high-level officials
lied to protect the school’s brand
Victims went public with their stories
Lies were revealed
Coach, president, others lost their jobs
PSU will pay millions in damages
PSU brand is badly tarnished
Special Situations
Off the record
Not for attribution
No comment
Getting the Story Right
Summarize your points
Provide supporting documents in simple form
Offer to answer questions during writing
process
Be available!!
Read/watch/listen to the story
When necessary, set the record straight
Crisis Communications 101
Anne Mulcahy (former Xerox head):
Get the cow out of the ditch
Figure out how the cow got in the ditch
Create a plan to make sure the cow doesn’t
end up back in the ditch
Media Relations Points to Remember
Establish relationships BEFORE a crisis
When interviewing, be prepared
Make 1-2 points…stick to them
If it’s written or recorded, it could end up on
the news.
Tell the truth!!!!!
Questions?